In a striking development at the 2024 Guangzhou Auto Show, ONVO’s maiden vehicle has captured significant market attention, marking a decisive moment for NIO’s sub-brand strategy. The ONVO L60 has garnered orders that stretch well into 2025’s Q1, demonstrating strong market validation for NIO’s multi-brand approach.
ONVO President Ai Tiecheng addressed concerns about potential brand cannibalization head-on at the auto show. The executive drew clear lines between NIO’s various market segments, positioning ONVO as the family-focused option within the company’s expanding portfolio.
“NIO stands as our premium offering, comparable to BMW in the market,” Ai explained. He likened Firefly to Mini Cooper, (NIO FIREFLY Brand to Launch in December 2024), describing it as a vehicle focused on personal expression and individual style. ONVO, meanwhile, carves out its own space by emphasizing family comfort and practical utility.
While rumors have circulated about hybrid technology adoption, particularly for NIO’s Firefly brand, Ai Tiecheng provided clarity on the company’s technological trajectory. The firm maintains its commitment to pure electric vehicles in the Chinese market, citing the country’s robust charging infrastructure.
Acknowledges that different markets require different solutions. While hybrid technology might serve markets like Southeast Asia and the Middle East, where charging infrastructure lags, China’s advanced network supports a full electric strategy.
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